Yarra Yering
- Company typePrivate
- Founded1969
- HeadquartersGruyere, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Yarra Yering firmographics
Firmographics- Name
- Yarra Yering
- Legal name
- This Century Pty Ltd
- Website
- https://yarrayering.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Yarra Yering industry classification
Industry- Product category
- Premium Winery
- NAICS
- Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Production & Winemaking (AFAFAAAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ)
Keywords
Where Yarra Yering is headquartered
LocationHeadquarters
- HQ city
- Gruyere
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Yarra Yering business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Wine Sales: Direct-to-consumer wine sales through e-commerce platform with worldwide shipping. Products include current releases, museum releases, and limited edition wines in various formats (750ml, 1.5L, 3.0L, 375ml).
- Cellar Door / Tasting Room: Guided wine tasting experiences at the Yarra Valley property, including Portfolio Tasting and Icons Tasting Experience sessions.
- International Distribution: Wholesale distribution through regional partners across Australia/New Zealand, Asia, Europe, and The Americas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Range - Yarra Yering varietal wines |
| Unit Pricing | Pay-as-you-go | Carrodus Range - Premium single vineyard wines |
| Subscription | Annual | Medallion Membership - Loyalty program benefits |
| Unit Pricing | Pay-as-you-go | Tasting Experiences |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels6 records
Yarra Yering product offering
Product offeringCore offering
Yarra Yering produces and sells premium wines from a single 29-hectare dry-grown vineyard in the Yarra Valley, including flagship Bordeaux-style and Shiraz blends, single varietals, and rare Portuguese grape varieties. The winery also operates a cellar door offering guided tasting experiences and runs an invitation-only Medallion Membership loyalty program.
Product overview
Yarra Yering is an iconic Yarra Valley winery established in 1969, producing a portfolio of premium wines under two sub-brands. The core Yarra Yering range includes flagship blends Dry Red Wine No. 1 (Cabernet Sauvignon dominant) and Dry Red Wine No. 2 (Shiraz dominant), along with single varietals (Chardonnay, Pinot Noir, Shiraz), and innovative blends (Dry Red Wine No. 3 Portuguese varieties, New Territories, Amphora, Light Dry Red Pinot Shiraz). The premium Carrodus sub-brand honors founder Dr Bailey Carrodus with single-vineyard expressions. The Warramate sub-brand offers accessible yet quality-focused wines. The company also operates a cellar door tasting room and offers Medallion Membership for loyalty customers.
Differentiator
Problem solved
Functional benefit
Brands
- Carrodus: Premium single varietal wines honouring founder Dr Bailey Carrodus. Includes Chardonnay, Viognier, Pinot Noir, Shiraz, and Cabernet Sauvignon.
- Warramate
Products and services
- Dry Red Wine No. 1 Flagship Bordeaux-style Cabernet Sauvignon dominant blend with Merlot, Malbec, and Petit Verdot; recognized as Australia's quintessential Cabernet expression and recipient of a 100-point review for the 2021 vintage.
- Dry Red Wine No. 2 Flagship Shiraz dominant blend with Viognier, Marsanne, and Mataro; complex and layered red wine with violets, plums, and five spice characteristics.
- Dry Red Wine No. 3 Portuguese grape variety blend featuring Touriga Nacional, Tinta Cao, Tinta Roriz, Tinta Amarela, Alvarelhão, and Sousão; highly complex and floral red wine.
- Chardonnay Single varietal Chardonnay expressing oyster shells, sea spray, and lemon citrus fruits with fine-boned precision and powdery-chalky texture.
- Pinot Noir Single varietal Pinot Noir with violet, pomegranate, and rose petal fragrance; silky elegance with medium-bodied structure.
- Underhill Shiraz Cool climate Shiraz with mixed berry fruits, graphite, cured charcuterie, and aniseed spice in a medium-bodied style. Featured in JamesSuckling.com Top 100 Wines of Australia 2025.
- Amphora Modern Australian classic interpretation with 60% Shiraz and 40% Cabernet Sauvignon; highly aromatic with earthy iodine finish.
- Dry White Wine No. 2 46% Marsanne, 30% Roussanne, 16% Grenache Blanc, 8% Viognier blend with white flowers, jasmine, nashi pear freshness and ceramic egg maturation texture.
- Crécy Chardonnay Cool vintage Chardonnay with minerality, lemon citrus, light yoghurt creaminess from malolactic fermentation with fine tannin structure.
- Waterloo Pinot Noir Violet and rose petal fragrance with mixed cherry fruits; silky and elegant with fine tannin blanket.
- Light Dry Red Pinot Shiraz 50% Pinot Noir, 50% Shiraz blend; juicy, soft and plush with blue violet lift and summer pudding berry fruits.
- New Territories 60% Shiraz, 20% Touriga Nacional, 20% Tinta Cao blend with exotic floral fragrance, juicy fruit palate, and aniseed spice complexity.
- Potsorts Vintage Fortified Vintage fortified wine made from Portuguese varieties (Touriga Nacional, Tinta Cao, Tinta Roriz, Tinta Amarela, Alvarelhão) planted in 1990.
- Sparkling Traditional method sparkling wines from the Yarra Valley, including blanc de blanc and blanc de noir styles.
- Carrodus Range Premium single-vineyard sub-brand honoring founder Dr Bailey Carrodus, featuring ultra-premium expressions of Chardonnay, Viognier, Pinot Noir, Shiraz, and Cabernet Sauvignon.
- Warramate Range Sister label sub-brand featuring Chardonnay, Marsanne Roussanne, Pinot Noir, Syrah, and Red Blend wines from the Yarra Valley.
- Cellar Door Tasting Experiences Guided wine tasting experiences at the historic Dr Bailey Carrodus house, including Portfolio Tasting (8 wines) and the Icons Tasting Experience (vertical of 10 vintages of Dry Red No. 1 and No. 2).
- Medallion Membership Invitation-only loyalty program offering 10% off all current release wines, priority access to new and museum releases, invitations to exclusive tastings, and complimentary shipping within Australia.
- Homestead Accommodation Holiday rental property on the vineyard with four queen beds and two king single bunk beds; minimum two-night stay.
Quantifiable outcome
- Yarra Yering Dry Red Wine No.1 2021 rated 100 points by Tyson Stelzer
- +3 more outcomes
Companies that use Yarra Yering
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Yarra Yering technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Yarra Yering partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Pure Wine CocoreAustralian national distributor handling domestic wine distribution across Australia
- Euro VintagecoreNew Zealand distributor handling wine distribution across New Zealand
- Berkmann Wine CellarscoreUK-based wine distributor handling wine distribution across United Kingdom
- EnotecacoreJapanese wine retailer and distributor operating across Japan
- Watson's WinecoreHong Kong-based wine retailer and distributor
- Straits WinecoreSoutheast Asian wine distributor handling distribution in Singapore and Malaysia
- Boutique WinescoreCanadian distributor for British Columbia and Alberta regions
- Wines by AlexandercoreCanadian distributor for Quebec region
- Berkman Wine Cellars BrasilcoreBrazilian wine distributor handling wine distribution in Brazil
Scale indicators6 records
Recent moves7 records
Expansion highlights4 records
Yarra Yering competitors and assessment
Company assessmentDirect peers
- Mount Mary Vineyard: Iconic family-owned Yarra Valley winery producing premium single-vineyard Cabernet blends, Chardonnay, and Pinot Noir from a similarly small estate. Comparable in production scale, premium pricing, and single-vineyard philosophy that anchors both brands' collectible status.
- Cullen Wines: Margaret River pioneer producing biodynamic, single-vineyard premium Cabernet Sauvignon, Chardonnay, and Cabernet Merlot blends. Comparable as small-scale, family-held, critically acclaimed Australian premium producer with global cult following and trophy-winning Cabernet expressions.
- Bass Phillip: Ultra-boutique Gippsland producer of cult premium Pinot Noir and Chardonnay with extremely limited production and loyal global collector base. Comparable in scarcity-driven premium pricing and award-driven brand reputation.
- Henschke: Sixth-generation family-owned Barossa/Eden Valley producer of flagship Hill of Grace Shiraz and Cyril Henschke Cabernet blends. Direct peer given multi-generation heritage, museum release program, Langton's Classified status, and similar premium collector positioning.
- Torbreck Vintners: Barossa Valley producer of premium Rhone-style and Bordeaux-style blends including The Laird, Descendant, and RunRig Shiraz. Comparable as small-batch, premium-positioned Australian red wine producer with strong international collector following and award-winning blends.
- Leeuwin Estate: Margaret River producer famous for its Art Series Chardonnay and Cabernet Sauvignon, with a premium tasting room and member program. Comparable boutique scale, trophy-winning flagship wines, museum release program, and cellar door experience-led DTC model.
- Yeringberg: Boutique Yarra Valley estate founded in the 1860s and revived in the 1960s-70s, producing low-volume premium Cabernet blends and Shiraz. Direct peer given shared Yarra Valley heritage, dry-grown philosophy, and that Yarra Yering's vineyard manager Andrew George previously worked at Yeringberg for 10+ years.
Regional players
- Giant Steps Wine: Yarra Valley-based producer focusing on single-vineyard Pinot Noir and Chardonnay from premium sites including the same region as Yarra Yering. Direct geographic peer with similar terroir-driven philosophy, though at a different price and recognition tier.
Emerging players
- Domaine A / A.P. Birr Exports: Small Tasmanian producer of premium Cabernet blends and Chardonnay. Comparable as family-owned, single-vineyard Australian premium wine producer with international distribution, though smaller and less decorated than Yarra Yering.
Broad incumbents
- Penfolds (Treasury Wine Estates): Australia's most iconic wine producer (parent Treasury Wine Estates), with Bin and Icon series achieving global collector status. Comparable on flagship Cabernet/Shiraz blends (e.g., Bin 389, Grange) at the very top of Australian fine wine, but at vastly larger scale and broader portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks3 records
Key highlights7 records
Customer concentration
Yarra Yering social profiles
Digital presenceYarra Yering compliance and trust
Trust signalCompliance1 record
Yarra Yering financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yarra Yering leadership team
Management profileNumber of profiles
Profiles5 records
Yarra Yering funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yarra Yering M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yarra Yering
What does Yarra Yering do?
Yarra Yering produces and sells premium wines from a single 29-hectare dry-grown vineyard in the Yarra Valley, including flagship Bordeaux-style and Shiraz blends, single varietals, and rare Portuguese grape varieties. The winery also operates a cellar door offering guided tasting experiences and runs an invitation-only Medallion Membership loyalty program.
Is Yarra Yering a public or private company?
Yarra Yering is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yarra Yering founded?
Yarra Yering was founded in 1969. It employs 11 to 50 people.
Where is Yarra Yering based?
Yarra Yering is headquartered in Gruyere, Australia, in the Oceania region.
How does Yarra Yering make money?
Three revenue lines are on record. Direct Wine Sales are the primary driver. The others are cellar Door / Tasting Room and international Distribution.
Who are Yarra Yering's main competitors?
Direct peers on record are Mount Mary Vineyard, Cullen Wines, Bass Phillip, Henschke, Torbreck Vintners, Leeuwin Estate and Yeringberg. Giant Steps Wine is listed as a regional player. Domaine A / A.P. Birr Exports is listed as an emerging player. Penfolds (Treasury Wine Estates) is listed as a broad incumbent.
Does Yarra Yering have an API?
No public API is recorded for Yarra Yering.
What industry is Yarra Yering in?
Yarra Yering's product category is Premium Winery. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 2080.